• by Steve McClellan  @mp_mcclellan, June 23, 2015

WPP, the Daily Mail and Snapchat have formed a joint content marketing venture called Truffle Pig, the companies confirmed in Cannes Tuesday.

The partners said the venture is designed to offer brands “reach and opportunity” through content planning, development and creation as well as amplification across digital media sites and platforms.

Commenting on the new alliance, WPP CEO Martin Sorrell said, “In a digital world overflowing with content, consumers crave quality. A next-generation company, Truffle Pig combines the best in media, content and user experience to satisfy people’s appetite for great storytelling – and inspire brand engagement, loyalty and sales.”

Truffle Pig will use DailyMail.com, Elite Daily and Snapchat as test beds for original concepts in story-driven marketing, the companies said, although its content and services will extend to any digital properties that client brands wish to market on. Truffle Pig will work closely with Snapchat to create “3v” (vertical video view) ads on Snapchat.

Alexander Jutkowitz, Managing Partner, Group SJR, part of WPP, has been appointed CEO of Truffle Pig,  which will initially launch in the U.S., with headquarters in New York City, and will utilize Snapchat’s 3V video production space in Los Angeles.

Jutkowitz was also recently named head of a separate new content marketing venture between Group SJR and sibling agency J. Walter Thompson. That venture has been dubbed Colloquial.

Jon Steinberg, CEO, Daily Mail North America, who will join the Board of Truffle Pig, said: “A truffle pig finds the rare and tasty. With the need for story-driven marketing on our sites and those of other media companies, and new ad formats like Snapchat, brands need a truffle pig. We are excited to work with the world’s leading brands, their media agencies, and all digital platforms to bring a unique take on digital
marketing.”